Guest column: In a swoosh, logos take on an identity

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For many, a brand is synonymous with a logo. Consumers identify McDonald's with its iconic golden “M” and think Big Mac and fries. Likewise, Apple's logo is recognized internationally, carrying with it a reputation for all that is elite and cool in the realm of forward-thinking technology.

Simply put, a logo is the product of a brand's outward expression. While logos are inarguably an important component of a brand's identity, there is more to them than what meets the eye.

A logo is only as good as the story behind it. The true identity of a logo is how a consumer identifies with it. This real magic then happens when we, the consumers, give a logo emotional value and consequently build up the brand's culturally symbolic value.

Starbucks' and Apple's logos are some obvious external expressions of good living, luxury and status omnipresent everywhere from college libraries to airports. Now think of Nike's swoosh. A self-proclaimed fitness fanatic and workout maniac, I confess to a life dominated by competition and a 23-year plot staged with athletics. Whether it's been on the volleyball court or at the gym as I push myself to sprint an extra flight of stairs, that swoosh has been there. Nike symbolizes the definitive source of inspiration that I – and every athlete in the world – love to hate when lacing up those running shoes at the crack of dawn; that moment when you find yourself personally advocating “Just Do It.”

Wearing the swoosh is a family affair in the Boyle household and a fashion that has been passed down from generation to generation. Growing up, I knew Nike outfitted the world's greatest athletes and that Nike-sponsored athletes were the best of the best. I first swooned over the swoosh when watching my idols at the time, the Women's 1999 Team USA, win the World Cup. It was Brandi Chastain's penalty kick-winning goal and memory of her ripping her jersey off after scoring, baring a six-pack and a black Nike sports bra that courted me into the Nike community forever.

I have built my story with Nike and created my own meaning out of the swoosh icon all without too much direction or characterization. I wear that swoosh proudly and personify the brand's core manifesto. I “just do it” again and again every day – whether it's driving myself to fatigue in the gym, competing in the classroom, or simply taking every chance I have for a good life with no regrets.

– Alec Boyle is a lifelong resident of Orange who graduated from El Modena High School in 2007 and attends USC. She's an exercise junkie by day and foodie by night.

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